In C-store foodservice, consumers’ perception of food quality significantly influences their purchasing decisions. Maintaining a well-stocked roller grill is an effective strategy for attracting and growing a loyal consumer base you can count on for current and future sales.
Why Presentation Matters in Food Sales
Consumers associate a full, fresh-looking hot prepared food display with quality and availability. A nearly empty roller grill may suggest stale or unpopular options, whereas a well-stocked assortment signals abundance and freshness. This simple visual cue can make a major impact on purchasing behavior and overall satisfaction.
Also consider the “theater of the grill.” Many hot food purchases are made on impulse, and it’s important to have a full selection rolling. The sight and smell of hot, fresh choices drive consumers to purchase.
Since competition for consumer attention in stores can be fierce, quality messaging is very important. Ensure your POP and/or signage is refreshed frequently and clearly calls out freshness, current products, promotions, and bundles. Strategic placement inside and outside the store will catch consumers’ attention and drive them to the roller grill.
Small Efforts, Big Returns on Loyalty
Maintaining consistent food availability throughout the day doesn’t require a complete operational overhaul. Instead, minor monitoring and strategic restocking ensure that every consumer — regardless of when they visit — encounters fresh, appetizing food. Meeting these expectations builds trust and encourages repeat visits, strengthening brand loyalty and sales.
It’s also wise to manage day parts to ensure your customers have the assortment they expect during breakfast, lunch, afternoon snacking, and dinner. This small strategy can drive sales growth and reduce waste.
Balancing Waste and Profitability
While increasing food availability may lead to slightly higher waste percentages, the long-term benefits outweigh the costs. A well-stocked roller grill boosts overall sales and drives repeat visits. The key is finding the right balance by offering enough assortment to maintain consumer interest while efficiently managing inventory.
The Value of Hot Prepared Food Consumers
When consumers purchase food items from C-stores, about a third of the time their selections come from the roller grill or hot case — meaning there’s plenty of room for this segment to grow. Since hot food consumers drive the highest basket ring, these shoppers are crucial to overall sales success.
Price, quality, and convenience are key considerations for these consumers, and a well maintained, well stocked roller grill can help deliver on all three areas. See more of what consumers are looking for at the roller grill.
Driving Sales with Internal Engagement Programs
Motivating store teams to focus on food sales can make a significant difference. Implementing sales-driving programs can create enthusiasm and accountability. Consider some of these effective approaches:
- Store/District Competitions
Reward and celebrate locations that achieve the highest growth in hot prepared food sales. Don’t forget to reward excellent executions too! - Clear Communication
Share sales updates and results with team members weekly to encourage engagement. - Themed Sales Initiatives
Spotlight specific products through fun promotions with quirky names like Tornados® Throwdown, Twist & Sell, or Tornados® Takeover. - Ongoing Incentives
While one-time contests create excitement, regularly-scheduled employee incentive programs help reinforce behaviors, drive execution & consistency, and grow sales. Consider an annual event for the greatest impact.
Strengthen Customer Loyalty and Drive Sales Growth
Building a loyal food consumer base begins with simple yet strategic efforts: ensuring fresh food availability, optimizing presentation, and engaging store teams in sales initiatives. But it can take time, so don’t be disappointed if you don’t see immediate results. If you’re looking for ways to enhance your hot food program, we’re here to help. Contact us today to get started.
Source: Ruiz Foods C-Store Consumer A&U; January 2024
